Let's take a closer look at the first indicator - "R" (deal recency). We classify clients based on how much time has passed since their last activity. The time frame can vary significantly depending on the specifics of the business.
Let's look at an example:
High rate (group 1) – less than 90 days.
Average (group 2) – from 90 to 180 days.
Low rate (group 3) – more than 180 days.
There are several methods albania email list you can use to sort data, but we will only look at one of them as an example. Let's assume that we know the date of the last purchase. We need to fill the column with the current date. After that, in the column where the result will be displayed, we should do the following:
Press the "=" sign.
Select the cell with the current date ("C2").
Press "-".
Select the cell with the purchase date (“B2”).
Press "↵ Enter". It is important to make sure that the format of the cell in which the result is displayed is set to numeric.
It became clear how many days have passed since the last purchase for each customer. For further classification, we will divide all consumers into three groups and assign each
the corresponding figure. To do this, select the entire table and sort it by the "Number of days" column in ascending order.
The best customer will be the one in the first group (since he made purchases recently), and the worst one will be the one in the third.
Let's analyze the second indicator - Frequency (transaction frequency). To do this, we sort clients depending on how often they are active.
High score (group 1) – customers who made five or more purchases.
Average (group 2) – from two to four transactions.
Low score (group 3) – one purchase.
This task can be accomplished in a simple way using sorting (as with the previous indicator). We divide our clients according to the selected parameters and again assign each group its own number.
The first group includes the most active consumers, i.e. those who have made the largest number of purchases. In our example, these are customers who have made five or more transactions.
Cost price
Source: shutterstock.com
Let's move on to the third indicator - Monetary (investments). Clients will be sorted according to their spending, similar to the previous indicators. You can use formulas or filter data in descending order.
High indicator (group 1) – clients who spent from 52 thousand rubles.
Average indicator (group 2) – consumers whose expenses range from 52 to 36 thousand rubles.
Low indicator (group 3) – clients who spent less than 36 thousand rubles.
Step 3. RFM Assessment
At this stage we have three ratings – “1”, “2” and “3”. Remember that the number of ratings may vary depending on the specifics of the business.
The total number of segments is 27. In each of them, clients have ratings for three RFM indicators of the type “111”, “112”, “113”, “121”, “131” ... “333”.
To see these segments, you can use the data sorting feature.
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